‘Creativity gurus”, “brand Sherpas”, “data shamans”: whether you’re an employer or an employee, a quick glance at the world of LinkedIn can make you want to log off immediately. The social media site with a career-driven core used to be a hunting ground for recruiters, a playground for humble-braggers, and a snooper’s paradise – but it has changed in recent years with attempts to regain focus on expertise and opinion, rather than simply self-promotion.
Despite this, some users continue to post so-called “LinkedIn icks”, as identified by marketing agency The Audit Lab. Common examples include putting an overextensive list of qualifications after your name; making instant sales pitches; and delivering a blizzard of buzzwords, inspirational quotes and toxic positivity. All these are not just irritants for other users, but red flags for potential employers, too.
But what, then, are the “green flags” which employers might be enticed by on LinkedIn? A recent study of recruiters identified what many look for online when they are searching for a potential hire. Here are a few things to bear in mind when sprucing up your profile:
Keep it professional …
… especially when it comes to your profile picture. This means a photo of a relatively high standard, taken in a neutral setting. Avoid “red-cup photos” which show you partying – even if it is at a work event. Instead, opt for “beige cup photos”: talking with other smartly dressed colleagues over a cup of coffee, perhaps at the office.
But don’t be afraid to have a personality
Including the right amount of personal information is important. Recruiters want to be given a hint of the kind of person you are, but they are unlikely to be interested in your weekend antics, or a detailed account of your private passions and personal conflicts. Researchers have found that people with profiles that are complete, and which show them dressed formally, are seen as more conscientious. Profiles with smiling photos were seen as more agreeable, and profiles with more connections were seen as more outgoing. So it’s worth signalling these positive personality traits. Still, beware of anything that signals of a lack of professionalism, such as an email address that reads: crazydude23@gmail.com.
It’s not just what you know
Recruiters get a sense of who you are by looking at the people to whom you are connected. Think quality over quantity; you want to demonstrate that you have the right connections within your industry. When such connections are based on genuine professional relationships, colleagues in your industry can learn from you – and you can learn from them.
Get the grammar right
One thing that will stand out is a string of mistakes in spelling and grammar. Many recruiters say they immediately disregard profiles with significant errors – despite the fact that studies of LinkedIn profiles show nearly half contain such errors. Think, too, about the frequency of your posts: if a prospective employer sees an excess of posts, they are likely to think you will be distracted by your phone – but if they see too few, they might worry you are not up to speed with social media.
What serves as a red flag or green flag on LinkedIn may also differ by sector. In some fields, such as marketing and sales, recruiters look for eye-catching content. In fields such as compliance and regulation, however, they seek out signs of carefulness.
The most important aspect of creating a great LinkedIn profile is giving a genuine and informative account of your expertise, achievements and experience. And try to avoid some of those “icks” while you’re at it.
